Genius Home Studio
Genius partnered with HP to launch Genius Home Studio, a multi-part program virtually pairing aspiring and established artists to create and collaborate on an original song using HP laptops. Kicking off with a social contest to win an HP laptop and social promotion, the campaign invited up-and-coming producers to create an original beat using the Genius Home Studio soundboard.
This campaign aimed to elevate HP's brand perception to speak to the current generation of creators. The campaign focuses on the idea of connectivity, both personally and through technology. As the lead producer of this integrated campaign, I oversaw the creation of a custom microsite, social media contest, custom editorial, custom social media, a custom song, and custom videos detailing the song's inception to music video completion.
Our approach was to create a cohesive, multi-faceted campaign that would engage our target audience and position HP as a brand that understands their needs and empowers their creativity.
Through this campaign, we were able to showcase HP's commitment to innovation, creativity, and connectivity while also highlighting our ability to deliver customized solutions that meet the unique needs of our customers.
Genius Home Studio Custom Video Content
The custom videos for the campaign highlighted the journey of the song being made with the HP laptops. Emerging producer Kelley Janáe created an original beat using the Genius Home Studio beat pack. She appeared on Deconstructed Sessions, a spin-off of Genius’s tentpole series, Deconstructed, to break down her production for hit-making producer Mike WiLL Made-It. The beat was then passed off to Georgia rapper Cantrell, who put together “Ice Cold Chilli” and later appeared on Verified Sessions, a spin-off of Genius’s tentpole series, Verified, to break down his bars with Migos member Offset. For the song’s music video, music video director Glassface teamed up with the NaeNae Twins to create a fresh visual for the song. They broke down their creative process in Framework Sessions, a spin-off of Genius’s original series, Framework. All video shoots were filmed virtually with small on-site crews.
Cantrell - "Ice Cold Chilli" Starring The NaeNae Twins (Official Music Video) | Genius Home Studio
Here is how it all came together! Watch the official music video for the original song, “Ice Cold Chilli”.
Genius Home Studio Custom Editorial Content
The campaign launched with a custom article announcing the HP x Genius Home Studio partnership with details around the contest. This was followed by an immersive editorial interview with Mike WiLL, featured on the Genius Home Studio microsite, where he shared his advice for aspiring producers and the key to having a good working relationship with artists. In addition, to maximize awareness, the campaign included 3x First Impression + Homepage Takeovers aligning with our Custom Video launches along with Pre-Roll media on YouTube.
Genius Home Studio Custom Social Content
Social launched with an IG Story announcing the HP x Genius Home Studio partnership with details around the contest. There was a custom social video created to explain to fans/consumers on how to make a beat using the custom soundboard. The contest ended with 2,763 beat submissions and Genius x HP narrowed it down to four finalists. The finalists were split into brackets and the Genius community voted on the best beat via IG. After thousands of original beat submissions, Dara JT’s “Haunted Home Studio,” created exclusively using the HP-powered GHS Beat Pack, was voted the winner. The winner received an HP Spectre laptop and post to Genius’s platform.
